Fortnum & Mason, the iconic British retailer, announces the opening of its most ambitious architectural project in over twenty years: a striking double helix staircase in its Piccadilly flagship store, created in collaboration with celebrated architecture and design firm, Ben Pentreath Studio, led by architectural designer Ben Pentreath.
The construction of the three-story staircase has been hidden in plain sight, behind colourful hoarding designed by illustrator, Zebedee Helm. Since January, the construction team have been working all hours of the day and night, to ensure the staircase is completed before the most magical period in the Fortnum’s calendar- Christmas.
The sweeping staircase will transform the way customers move through the store, setting a new benchmark in contemporary retail design. Inspired by Leonardo da Vinci’s vision of the double helix staircase, of which only a handful exist globally, two separate spiral staircases will wrap around the centre of the building’s atrium like twisting strands of DNA, to create an arresting centrepiece at the heart of Fortnum’s. The staircases, which appear as one single structure, ribbon their way up from the Lower Ground to the Second Floor, allowing visitors to ascend and descend at the same time without encountering each other.
The 2-year project has combined complex engineering with bespoke craftsmanship, and aims to retore the architectural integrity of the brand’s iconic building. Built in sections by a team of talented craftspeople in Sussex, and then carefully assembled inside the store, the staircase features more than 3,000 hand-forged details, each hand-cast by a master blacksmith. Timber steps and risers are paired with discreet lighting woven into the handrails, casting a soft glow that guides visitors on their journey, while fine plasterwork detailing adds richness and depth. The design was modelled in 3D to achieve complete precision, ensuring a seamless fit within the historic building and the highest standards of finish.
Fortnum & Mason welcomed over 45,000 visitors a day during its busiest trading period last Christmas, and so hopes this unique double helix staircase will upgrade the experience for customers as they move around Piccadilly.
Architectural Designer Ben Pentreath, whose portfolio spans the restoration of historic landmarks alongside masterplans at Dumfries House and work for the Duchy of Cornwall, said, “It has been a privilege to work with Fortnum & Mason on such a rare and ambitious project. The double helix staircase is at once a technical marvel and a deeply human piece of design, marrying engineering precision with craft at the highest level. Our aim has been to create a structure that feels timeless, one that restores architectural integrity to the store while also delivering beauty and joy for the millions who pass through its doors each year.”
Tom Athron, CEO of Fortnum & Mason, said: “As a brand centred on experience, our teams are constantly looking for ways to ensure that every visit to Fortnum’s is a joyful one. Following record numbers of customers visiting our Piccadilly flagship last year, we made the decision to redevelop the very core of our building to allow customers to navigate our store more easily.
The result of this endeavor has far exceeded our expectations. The double helix staircase, designed by Ben Pentreath, is more than a feat of engineering; it is a work of art, a restoration of architectural integrity, and a symbol of our faith in Fortnum’s future.
This is the first time in over two decades we have undertaken a project of this scale and ambition at Piccadilly, and we are immensely proud of the result. The combination of centuries-old craft and cutting-edge design has produced something truly extraordinary. It will not only transform the way our customers experience the store today, but will also ensure Fortnum’s remains one of the most remarkable retail stores to visit in the world, future-proofing our brand for the next three hundred years.”
As Fortnum & Mason approaches the festive season, the opening of the double helix staircase marks the beginning of an exciting new chapter for the brand’s Piccadilly home. This new architectural landmark offers visitors from around the world not only a new way of exploring the store, but also an invitation to be part of a historic moment in its story.
